To differentiate itself from the likes of the Germans, Lexus has taken the time to look to ancient Japanese culture for ideas. "The history of the European marques may be stronger than ours," said Yoshihiro Sawa, president of Lexus International. "But we are not bound by history. In order to make our brand unique, our concept is based on Japanese culture. Many Lexus customers appreciate Japanese expressions of beauty. Lexus should be different from other brands."

But Lexus refuses to compromise things like design when they encounter production difficulties. "We almost abandoned the exterior design due to numerous issues," said Tadao Mori, the LC's chief designer. "The front suspension was particularly difficult; we had to make it shorter, but my engineers would not give up until they created a suspension that fit. Also, the deep curves of the bodywork were a challenge. The dies used to make the door panels are completed by hand. It can sometimes take up to a year to make a particular die production-ready."